Bureau, New Delhi
Madison Media Sigma, a part of Madison Media Group has just announced the win of Dixcy, India's leading inner wear brand. The account will be handled out of the agency's Mumbai office and the estimated size of the account is Rs. 50 crores.
Dixcy was founded in 1984 by Shri Prem Prakash Sikka, with a vision to create a strong brand that caters to all the segments in the hosiery market. With the drive to create innovative products that are economically priced, DIXCY has evolved from being an innerwear brand to a lifestyle brand over the last 32 years. The latest technology and production units have given the quality and quantity a boost, with over 5,00,000 pieces being produced a day which are then distributed across 1,20,000 stores. Salman Khan has been endorsing DIXCY since the last 6 years.
Raghul Sikka, Director, Dixcy on selecting Madison Media commented, "We wanted a holistic approach towards our media planning & implementation. The skill and experience Madison's team has in this field is quite exceptional. They have built so many brands and we look forward to being one of them".
Vanita Keswani, CEO, Madison Media Sigma, on winning the account expressed, "I am delighted to have Dixcy back as a Madison client and we are looking forward to partnering them in their journey."
Madison Media Group is India's foremost media agency handling media planning and buying for blue chip clients including Godrej, ITC, Marico, Snapdeal, McDonald's, TVS, Raymond, Piramal Healthcare, Pidilite, Tata Salt, Levis, SpiceJet, Domino's, Max Life Insurance, Asian Paints, Acer, Crompton Greaves, Indian Oil, Blue Star, Gowardhan Dairy and many others. The gross billing of Madison Media Group is about Rs. 3,750 crores.